How technology and empathy are rewriting the rules of customer service

Expectations AI as a game changer Omnichannel Agents

«The customer is king» –

Does this company slogan sound familiar? In the age of ‘now and immediately’, a total focus on the customer and their concerns seems to have long become the standard experience for each and every one of us. The digitalisation wave rolled through the country and promised to empower the end customer through self-service portals and chatbots.

Nevertheless, I would like to start this year with a surprising highlight from 2025. I admit it: dealing with my insurance in the past few decades was more of a chore than a pleasure. But why should it have been fun? I was young, healthy and felt immortal. During my studies, there was this one friend that everyone has – he had just started at an insurance company and pushed some additional insurance on me. To cut a long story short: 15 years later, I no longer need the thing and decide to cancel the insurance at the end of 2024.

With this determination, I sat down at my laptop, ready to sort things out once and for all. I found the insurance policy, drafted the cancellation letter, sent it off – and waited. Days later, I received a call back. A friendly voice answered and asked me why I wanted to cancel. The advisor listened patiently to my story, asked pointed questions, and showed me how my life had changed: family, buying a house, growing responsibilities.

After an honest exchange, he showed me a new, flexible insurance model that not only covered my current needs but also offered additional benefits. The solution was so convincing that I not only refrained from cancelling the policy, but even expanded the contract.

Examples like this show that with an attentive and personalised approach to customers, companies can not only build trust but also achieve sustainable growth. They show how much potential often remains untapped in customer service and why a modern approach is not just nice, but absolutely necessary.

Expectations

New expectations: customers want more – and they want it now

My experience with the insurance company is not an isolated incident, but a reflection of today's customer expectations. According to the ‘State of Service’ study by Microsoft, 88% of customers expect companies to respond flexibly to their needs, and 72% want immediate answers. These requirements clearly show that traditional approaches are often no longer sufficient. Companies that fail to adapt risk not only their reputation, but also the loyalty of their customers.

But there is hope: technologies such as artificial intelligence (AI) and automation are offering new ways to serve customers more efficiently and in a more personalised way. Microsoft calls this ‘proactive service’ – a strategy of solving problems before they even arise.

AI as a game changer

The technical advantage: AI as a game changer

During my conversation with the insurance company, it became clear to me how important personalised communication is. What if AI had helped the consultant to understand my needs even faster? Studies show that agents often spend two-thirds of their time on administrative tasks – time that could be recovered through AI and automation.

With technologies such as conversational AI or AI-powered chatbots, simple requests can be handled efficiently, while more complex concerns are forwarded to experienced agents. Companies that use these approaches report impressive results: 93% save time and reduce errors. And the real advantage? More time for the important things – personal interaction.

Omnichannel

Omnichannel: a seamless customer journey

A seamless experience across different channels is crucial today. Do you remember my experience with the cancellation? The switch from correspondence to a phone call was anything but seamless. If my insurance company had an omnichannel strategy, my request might have been resolved more quickly and smoothly.

Omnichannel solutions, such as those offered by Microsoft with D365 Contact Center, seamlessly connect channels such as email, phone or WhatsApp. The advantage? Customers do not have to explain their concerns multiple times and the context remains intact. Companies that consistently implement these strategies report significantly higher customer satisfaction and lower costs.

Agents

Agents in focus: the heroes of modern customer service

Ultimately, it is the employees who make the difference. The advisor at my insurance company convinced me with empathy and expertise – proof of how important well-trained and supported agents are. But to enable them to fulfil their role optimally, they need the right tools.

According to Salesforce, 86% of employees feel better able to perform their tasks in companies with AI support. By relieving them of routine tasks, they can focus on what really matters: strengthening customer relationships and building trust.

Examples like these show that by combining modern technology with human expertise, companies can not only meet their customers' expectations, but also exceed them. Are you ready to take your customer service into the future? Let's work together to develop a strategy that delights customers, supports employees and optimises processes.